The World of IMG Licensing

IMG expands its global licensing footprint with a Middle East agency acquisition, among other news across its brands...

IMG has announced it has acquired the Dubai-based 20too Licensing agency to further expand the global footprint of its industry-leading licensing business. Established in 2013, 20too Licensing manages consumer product development and brand extensions in the Middle East and North Africa for many of the world’s most popular entertainment and lifestyle brands, including NBCUniversal, Hasbro, The Smurfs, Sega, Smiley, the Discovery portfolio of brands such as Fatafeat, Food Network, Animal Planet and Discovery Channel, and more. The acquisition will bolster IMG’s presence in the MENA region, with 20too Licensing’s Founder and CEO Christian Zeidler becoming Vice President of Licensing at IMG and he and his team moving into IMG’s Dubai office. IMG represents some of the world’s most prestigious corporate trademarks and institutions, sports brands, teams and federations, fashion labels, lifestyle, media and entertainment properties, as well as major personalities. The agency executes strategic licensing programs for its clients through 25 offices located in major markets across the Americas, Europe and Asia. Bruno Maglione, President of Licensing at IMG, commented: “This is an exciting acquisition for our licensing business and ever-growing portfolio of prestigious clients. Christian and his team have built one of the MENA region’s most successful licensing agencies through creative, strategic brand ideation married to a deep knowledge of the region’s business environment and culture. His team will now have the full support and resources of the global IMG network and endeavor infrastructure, and we in turn reinforce the reach and expertise of our unique licensing organisation.” “IMG is the universally recognised licensing industry powerhouse, and we are proud to become part of this extraordinary organisation,” said Zeidler. “We look forward to leveraging their diverse experience and depth of resource with our specialised regional expertise to turbo-charge our activity on behalf of our clients in this region rich with ever-emerging new opportunities.” In other brand news, Breitling the Swiss luxury watchmaker and the Red Arrows recently launched the Breitling Chronomat Red Arrows limited edition watch, created in a deal brokered by IMG. The Royal Navy Frogman limited edition watch marks the third and final chapter of G-SHOCK’s collection, created in a deal brokered by IMG. Built to accommodate all the environments Naval personnel face, at sea and on land, this watch has a Carbon Core Guard structure combined with world-renowned G-SHOCK shock resistance and ISO 200m diving water resistance. The unique aesthetic takes inspiration from HMS Queen Elizabeth, the largest aircraft carrier ever to serve the Royal Navy. Playmobil has recently launched two versions of the Volkswagen T1 Camping Bus and Volkswagen Beetle, one being a special edition, in deals brokered by IMG. The iconic Volkswagen T1 Camping Bus Special Edition includes a Playmobil figure, removable roof, detailed interior, storage space in the side doors, a surfboard, and more. For spring/summer 2021, premium apparel and accessories manufacturer and retailer The Nature Holdings, has created several collections across menswear, womenswear, accessories and footwear, celebrating unique aspects of the NFL culture and sport, in deals brokered by IMG. The most recent collection for SS21 was inspired by ‘Tailgating’ and was supported by a photoshoot which was used for social media, web-store and in-store content. In the last six months, The Nature Holdings have opened more than 20 individual stores and by the end of 2021, there will be more than 65 NFL-branded retail outlets across South Korea.